5 Gum - Masterpieces

Chewed by Yungblud. Crafted by Greg Yuna. Collected by You.

The pandemic hit the gum category hard. More sheltering in place and less social outings meant less concern for fresh breath – a key purchase driver – resulting in steep sales decreases. Coupled by the fact that our client, 5 Gum, hadn’t run a major brand campaign in over a decade, we needed to do something big to introduce them to Gen Z.

We partnered with rising musician, Yungblud, to get him on a 5 Gum-sponsored tour where he would chew one piece of gum before each of his 15 performances - imprinting every thrill, nerve, and pre-show jitter into each wad of gum. Then, with the help of celeb jeweler Greg Yuna, we turned those 15 pieces of chewed gum into "The Masterpiece Collection" that got auctioned off to fans. All proceeds from the auction went to NIVA (National Independent Venues Association) through a charity partnership with eBay. Yungblud fans weren't the only ones paying attention. In the first week alone, we got over 5.5 billion earned media impressions with coverage in Rolling Stone, BILLBOARD, People, NME, Adweek, and more. We turned one man’s chewed gum into another fan’s treasure - and we did it all by putting our client's product front and center.